SYTË Search For Love in Cinematic Visual For "Where Did the Love Go"
Photo: Rina Statovci
Kosovo-born, New York-based band SYTË have unveiled the stunning, cinematic visual for their latest single "Where Did the Love Go." Written shortly after an intense lockdown, singer Nita Kaja was left in a deep melancholic lull, having been isolated from her loved ones for such a long period of time. Needing an injection of love and vitality, she put pen to paper and cooked up the groovy new single, uncovering a whole new lease of life.
Kaja confides, "During the pandemic, we were kind of sick of consuming media because that was really all we could do. That feeling of force-feeding myself TV/music/social media content to alleviate the deep depression we all seemed to experience kind of contributed to my feelings of entrapment and repression, which are themes of 'Where Did the Love Go.'"
Despite its somber lyrical narrative, "Where Did the Love Go" is driven forward by a funky bassline, groove-inducing beats, and soulful vocals, which allow you to float seamlessly into the band's world. The music video features Kaja in a snowy landscape, frantically searching for something, of which we can only assume is her lover. Running through vast forests and driving down winding roads, the beautifully cinematic video concludes with the singer finding what she had lost.
Known for creating music which allows listeners to connect to their emotions and express them accurately, SYTË hope to change the landscape of modern pop music, bringing more honest and introspective songwriting to the table. The band share, "Documenting these overlooked emotions can help bring humanity together and highlight how much more similar we are to one another than we think."
Watch the "Where Did the Love Go" video below: